Ge Greens Landscape Engineering Co.

Overview

Founded in 2008, Ge Greens is an award-winning landscape architecture firm based in Beijing, China. After merging with TLA Design — a group of young and talented designers with international project experience — I designed the new website to convey their thoughtful and creative design expertise through an interactive web experience.

Role

Web design, graphic design

Timeline

Jan - Mar 2021

I. Background

Ge Greens offers a comprehensive suite of landscape services, from custom design to full-scale maintenance. Additionally, they operate a tree nursery, providing high-quality plants and trees for their landscape projects, as well as an educational program for children, where young learners can discover various plant species and basic gardening skills.

My task is to design an easy-to-navigate website that showcases their portfolio, diverse services, and extensive capabilities.

II. Process

After hearing about Ge Greens' diverse services, I organized the content and developed a clear information architecture that effectively showcases their diverse capabilities.

People primarily visit this website for one or more of the three services Ge Greens offers:

landscape design
landscape maintenance
tree nursery services

Unlike other company websites, a landscape design firm's site often includes industry-specific jargon that may be unfamiliar to users. Therefore, I have identified four user types and the main challenges associated with each to better understand their needs and goals.

Key considerations I focused on when designing the pages include:

ℹ️ How to effectively present information using text, images, or tables in a way that is easy to digest and maintains a smooth flow?

🖼️ Which content is best conveyed through images and how those images should be designed?

⚖️ How to strike the right balance between text and images?

🧭 How to design the flow that keeps visitors engaged and encourage exploration?

III. Wireframes

I developed the wireframes to outline the overall page layout, balancing diversity with a consistent look and feel. I also incorporated elements like tables, tabs, accordions, sliders, and interactive features to enhance both readability and user experience.

Keep scrolling to see the final design

Increased session duration and a reduced bounce rate

The new website has received a significant increase the number of visitors, session duration, and viewed pages per session. The higher traffic has brought in more inquiries and resulted in a 40% increase in sales.

Horizontal scrolling to view projects

Unusual page navigation brings a different feeling during the web experience. The progress bar at the bottom visualizes the progression of the project list. With horizontal scrolling, larger project images can be shown across the screen to catch users' attention.

Highlight each project with bold, large images

The brief table and the short description on the project page provide a quick overview of the project. The images are placed based on the circulation from the front yard to the back yard. The sense of discovery is created by sliding up the images as users scroll down the page.

Consistent page layout to present diverse content

Ge Greens needed to show users that they specialized in landscape design, maintenance, and various trees from their approx. 1,400 acres tree nursery. I created separate pages to show their services with the right amount of information to understand what the company offers.

Graphic Design

I was responsible for creating the marketing collateral, including brochures, portfolio, folders, contract cover, shopping bag, gift box, tags, and posters.